Will Laurie Lawrence do for beef, what Sam Kekovich has done for lamb?

Ad agency BMF is hoping that Laurie Lawrence can do for beef what Sam Kekovich has done for lamb, with a new TVC designed to persuade Australians to try new recipes.

The strategic insight that BMF is addressing is that many people stick with classics like spaghetti bolognese, rather than straying out of their recipe comfot zone. The agency is hoping that swimming coach and motivator Laurence will lead the public to reassess what they can do in the kitchen.

The casting is clearly with the aim of Laurence bringing the kind of longevity to the role of brand ambassador for beef that Kekovich has done for lamb, which also falls under the Meat & Livestock Australia umbrella.

Film star Sam Neil was a previous champion of beef, where he appeared in a series of MLA TVCs.

“We found a lack of consumer confidence in preparing a broader range of beef meals was a major limitation to growing beef consumption, particularly among younger families,” said David Thomason, Meat & Livestock Australia’s general manger of marketing. “We also know that people’s current comfortable behaviour patterns needed to be disrupted.”

The MLA has also produced a new publication called Entice, which is available at point of sale at butchers, Woolworths and IGA stores.

Creative team:

Executive Creative Director: Warren Brown
Art Director: Jake Rusznyak
Copy Writer: Dennis Koutoulogenis, Richard Morgan
Strategic Planner: Gerry Cyron
Agency TV Producer: Louise Hodgson:
Account Management: Ruth Holt, Jennie Boyd, Alison Tilling
Art Buyer: Basir Salleh
Photographer: Daniel Guerra
Food Photographer: George Seper
Stylist: Amelia McFarlane
Food Stylist: Michele Cranston
Print Producer: Alex MacArthur
Director: Perry Westwood
Production Company: aht
Media Planning & Buying: Universal McCann
Client: David Thomason & Tiana Diep

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